I've been a business journalist specializing in the retail industry for over a decade, covering consumer news, company profiles and industry analysis pieces, as well as the intersection of business news and shopping, fashion and social trends.
I was the retail and consumer reporter for AOL Huffington Post Media Group’s DailyFinance, the business and personal finance site, served as a contributing retail reporter for CNBC.com, and wrote for the Your Money section of The New York Daily News.
Prior to that, I was the longtime senior retail editor for Home Furnishings News magazine, then a Fairchild/Conde Nast publication.

J.C. Penney Shoppers React To CEO Ouster

So the pundits have weighed in on the ouster this week of J.C. Penney CEO Ron Johnson — the former AppleStore darling turned retail’s persona non grata.

But the fall-from-grace story of Johnson’s 17-month tenure as leader of the department store not only captured the unwavering attention of industry watchers: Everyday shoppers closely followed Johnson’s radical moves at the chain – eliminating coupons and sale events, adding upscale shops from the likes of Martha Stewart and trendy fast-fashion retailer Joe Fresh to the Middle American shopping institution — like it was juicy celebrity gossip.

Consumers watched the retail soap opera unfold as Johnson’s makeover sent shoppers through the exit door and sales plummeting.

Of course, when it comes to the business of retail, it’s really only the consumers’ opinion that counts.

As the mess that is J.C. Penney is now the headache of returning CEO Myron “Mike” Ullman, shoppers from around the country offered their thoughts on Johnson’s ouster and the current state of the department store chain.

“I’m a Mom of two boys, now grown, who were raised on J.C. Penney shopping sprees. We went to all the back-to-school, holiday and post-Christmas sales, and I’m a J.C. Penney cardholder. I was raised on JC PenneyJC Penney, too.

While J.C. Penney needed a change, pulling the rug out from under their promotions that we, the customer, were used to, was a big mistake.

That’s what drew me in. Plus, I never believed the ‘everyday low price’ when Ellen Degeneres was touting it in their commercials.

Then, the upscale mini-shops were not appealing to me. Why? Because the J.C. Penney brand, to me, meant that I could find my basic things — t-shirts, jeans, kitchenware and more — in the right size/color, virtually all the time. I don’t want Martha Stewart-looking stuff.”

At 19, it was the very first credit card I received to help establish my personal credit rating. To say I am pleased with Ron Johnson’s departure is an understatement. I am thrilled he’s gone and Mike Ullman is back at the helm as CEO.

In his quest to cater to younger shoppers, Ron Johnson alienated the primary age group that was Penney’s loyal customer, the over 40 woman.

He severely downsized the department that catered to the conservative, petite, older woman, which upset me greatly because I could no longer find the clothes I liked.

I felt that Ron Johnson didn’t want me as a customer anymore, which, after 34 years, was a hard pill to swallow.

Women love coupons and a good sale, and in this economy every little bit helps. Ron Johnson did away with that and a lot of brand favorites. He didn’t have a clue as to what low prices are, but when you make a seven-figure salary, you can’t connect with the middle-income family trying to make ends meet.

I think Mike Ullman can make J.C. Penney a success again. Getting rid of the mini mall idea for starters will help. Appealing again to the over 40 age group, and going back to coupons and sales will probably bring customers back in droves. Returning brand favorites like Cabin Creek and St. John’s Bay will be a plus.

I know I will return now as a customer. I’m glad I waited before canceling my J.C. Penney credit card.”

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Go back to the way it was. Get rid of the JCP, no sales, no coupon foolishness and put JC Penny back. I always like Pennys becuase I could get good, basic merchandise at a good price. My mother shopped there for me when I was a child and I shopped there for my child during her school age years.

Stock the stores with good quality merchandise and at a good price. Stop all the dumb bells and whistles. Next time the company wants to make changes, how about asking the folks that actually shop at JC Penny?

Nice approach Barbara… get it from those who really matter (customers). This article adds to my belief that what Ullman should do is: With great fanfare, bring back JC Penney Classic! (a la Coke Classic). That approach is not something he has to invent, it worked before, and would probably work again. Spend some of the money that’s left going after the customer base saying “We’re sorry we haven’t been in touch lately (pun intended), and we’ve missed you! We want to be your newest old friend!” Followed by: “We’re having a BIG SALE!”

In my view, while it took longer to jettison Mr. Johnson than it should have, there is still a strong brand here. In fact, the “story” of Johnson unsuccessfully attempting to change the brand actually kind of serves to underscore the continuing power of it. There is hope.

The below 40 group get all the attetion. We need a store that has everyday working people cloths and shoes. Every womens group will tell you we are not fat but yet the size 6 have a large store section and the everday size person gets a tiny corner. We need poly cotton pretty blosses (we do not like to iron). a blouse dos not have the neck line of a shirt. I am not talking about plus sizes. T-hirt that are not all cotton and hold their shape ect. i lost my cloths in a fire a couple of years ago. I would go hunting with $150 to by cloths. I would come home with $100 because no choices. There wasn’t any reason to take more monies(which I had) All I wanted was a couple nice blouses for day wear and slacks that the waist was not 10″ smaller than the hips. JC Pennys use to have that type of cloths. And sales — some of us need the sales. Spent alot of monies on bedding and I like JP for that.

I’ve shopped Pennys since the 1960′s. When they changed the style & format of the stores, I never went back. The sales, discounts & coupons brought me in the store. Their house brands are top quality. I hope they make a comeback.

I never ever shopped at JC Penny’s. Their stuff was old fashion and cheap looking. Growing up Penney’s was always the “roll your eyes” store and I knew it as the old people’s store. I had been hearing about the new look and trying to make boutique stores and decided to go in and give it a try- WoW! I love it- the new stuff is trendy, and very well priced. I love the look of the new store, it’s fresh and modern. I have found myself going there first over my usual Macy’s or Dillards to see if they have what I’m looking for. I don’t know about all the “coupon” stuff everyone is talking about because I didn’t shop there before but I thought the prices and sales were great without them. I have been telling all my friends about Penney’s and the new look. I think they need to do advertisment that showcases the new stuff- I know the older people are complaining but in a few years it will be the younger generation that keeps the store alive and I applaud the fresh updated look and style.

I grew up on Penny’s as my mom shopped there. I have to say I love the change!! Another contributor nailed it; “better navigation, cleaner and more modern.”

I never gave Penny’s a second thought until I started recieving their sleek, uncluttered (like they formerly were) ads in my Sunday paper. Since the change, they’ve been my go-to store for reasonably priced fashion forward apparel.

Those ads have been absent for the last couple weeks. If that’s an indication that they are returning to their conservative, dowdy, matronly roots and drab store aesthetic, then they’ve lost my wife and I as customers. And we were spreading the word about their makeover.

This may have worked well if Johnson was starting a company from the ground up. Ruffling the old guard’s frumpy feathers has obviously not gone over well.

I have shopped at JCP for over 30 years as an adult. I always knew I could find the brands (such as Dockers, St John Bay) that represented the quality I demanded for my family. The past several months have brought cheap junk into the store- appalling lack of quality. I attempted 3 specific times to shop there and walked out with nothing. I gave up. Bring back quality. Bring back the brands we trust. Bring back variety for all sizes. Bring back essentials. and this… this will bring back the customers.